SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies

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This is the presentation I gave at SMX 2014 about developing content strategies for your brand and your clients.

This is the presentation I gave at SMX 2014 about developing content strategies for your brand and your clients.

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  • 1. BIG CONTENT STRATEGIES By: Aaron Friedman SMX ISRAEL 2014 @aaronfriedman
  • 2. @aaronfriedman
  • 3. @aaronfriedman
  • 4. LET’S TALK ABOUT @aaronfriedman
  • 5. LET’S BUILD A @aaronfriedman CONTENT STRATEGY
  • 6. LET’S @aaronfriedman ABOUT
  • 7. “Others have seen and asked Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4 @aaronfriedman …
  • 8. … I have seen Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg @aaronfriedman and asked .” -Pablo Picasso
  • 9. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman That head pops up in all sorts of random pictures!
  • 10. I HAVE DONE SEO FOR SOME @aaronfriedman COMPANIES
  • 11. RANKING IN GOOGLE IS A FUNNY THING @aaronfriedman
  • 12. RANKING IN GOOGLE and ridiculous IS A FUNNY^THING @aaronfriedman
  • 13. HERE WE ARE PREACHING CONTENT IS KING Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20Heart%20on%20Book-251774.jpeg @aaronfriedman
  • 14. BTW, he didn’t really say that… knowing is not enough, we must apply… willing is not enough, we must do -Bruce Lee- BUT WE AREN’T WILLING TO MAKE CONTENT @aaronfriedman
  • 15. WE ARE STILL FOCUSING ON THE WE ARE STILL FOCUSING ON THE WRONG THINGS Guest Blogging (FYI: You better stop this soon) Keywords and volume STAHP targeting irrelevant keywords because they have volume. @aaronfriedman THINGS
  • 16. WAIT… WTF WAS THAT? @aaronfriedman
  • 17. @aaronfriedman
  • 18. SHAKING S#*T UP Recent Changes from Google have made it impossible to keep the status quo @aaronfriedman
  • 19. ALGORITHIM UPDATES 86 Changes in June & July @aaronfriedman 65 Changes in August & September
  • 20. ALGORITHIM UPDATES PANDA Making a tweak to Panda just mere weeks before it went live @aaronfriedman PENGUIN This is a real Google engineer consulting staff before the launch
  • 21. NOT PROVIDED APOCALYPSE [NOT PROVIDED] REAKED HAVOK ON OUR INDUSTRY Caused us to re-think how we do reporting. (Remember when we used to be able to report on keywords)?? Image Source: http://searchengineland.com/post-prism-google-secure-searches-172487 @aaronfriedman
  • 22. AND AGGRESSIVE ATTACKS FROM WEBSPAM ( @aaronfriedman )
  • 23. YOU KNOW WHAT ABOUT KEYWORD DATA? GOOGLE TOOK IT AWAY Image sorce? http://mentalfloss.com/article/33497/8-government-conspiracy-theories-and-how-they-could-be-right @aaronfriedman
  • 24. GOOGLE WAS TIRED OF PEOPLE CREATING CRAP CONTENT BECAUSE THE KEYWORDS SAID TO Image Source: http://blog.dlvr.it/wp-content/uploads/2012/03/1-content-is-king.jpg @aaronfriedman CONTENT IS KING
  • 25. (INCREDIBLE) CONTENT IS ONLY KING WHEN PEOPLE RESPECT IT… CONTENT NEEDS TO BE OUTSTANDING @aaronfriedman CONTENT IS KING
  • 26. 150 BLOG POSTS IN 50 DAYS CRAZY PANTS! - 800% Increase in inbound leads - 69% Increase in Organic Traffic - Signed more new customers than in any other 3 month period in company history @aaronfriedman
  • 27. ! WE CAN DO THAT TOO After all, I had been pushing content is king. • We Chose a client • We started the journey • And we had some successes… @aaronfriedman
  • 28. BUT JUST CONTENT ALONE CAN BE FLAT Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-Stanley-10.jpg @aaronfriedman
  • 29. WE NEED THE STUFF Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/ @aaronfriedman
  • 30. And @aaronfriedman IS
  • 31. DON’T JUST AND Where you share it is important Sharing what your audience wants is crucial @aaronfriedman
  • 32. This is Where WIN This is the analysis part This is the marketing part Finding the balance between what users are looking for and what the page actually delivers. This is where content comes from. WHAT USER IS LOOKING FOR WHAT THE PAGE DELIVERS This part is f#*kin golden Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday @aaronfriedman
  • 33. THAT’S HOW WE NEED TO BE THINKING @aaronfriedman
  • 34. WHAT KIND OF CONTENT DO PEOPLE WANT? @aaronfriedman
  • 35. FUN (THIS  www.flatvsrealism.com) @aaronfriedman
  • 36. TIMELINESS MATTERS @aaronfriedman
  • 37. MOVEMBER IN NOVEMBER We changed the logo and started talking with Waze and Cheetos @aaronfriedman
  • 38. ADD VALUE TO THE COMMUNITY Creating Things People Can Use! • • • • 5858 Visits 8550 pageviews Avg time on page 4:18 ~1000 Downloads @aaronfriedman
  • 39. TELL STORIES Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/ @aaronfriedman
  • 40. SHARE-WORTHY STORIES @aaronfriedman
  • 41. MAKE A BLOG SERIES Milas Day Dreams • Write a blog series • Use images to tell stories @aaronfriedman
  • 42. AFTER ALL, PICTURES ARE WORTH 1000 WORDS Source: http://kristinandkayla.blogspot.co.il/ @aaronfriedman
  • 43. VIDEOS WORK TOO West Jet: Real Time Giving http://www.youtube.com/watch?v=zIEIvi2MuEk @aaronfriedman Nike: Make it Count – Casey Neistat http://www.youtube.com/watch?v=WxfZkMm3wcg
  • 44. AND DON’T FORGET CROWDSOURCING Learn from Man At Arms Making legendary weapons, one request at a time @aaronfriedman
  • 45. BUT WHERE DO Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2C481 @aaronfriedman COME FROM??
  • 46. FOR STARTERS, DON’T RE-INVENT THE WHEEL (unless you are MIT) JUST RE-PURPOSE IT @aaronfriedman
  • 47. RE-PURPOSE LONG BORING IDEAS Do a site search at Data.Gov to find: • long • boring • information Write-ups that you can synthesize into something more digestible and exciting. @aaronfriedman
  • 48. OR CONSOLIDATE FROM Infographic consolidating data from multiple sources • Links • 1420 unique visits • @aaronfriedman More than half referral traffic SOURCES
  • 49. AND BRAINSTORM WITH YOUR TEAM …. IT’S FUN …. & Beer Makes It REALLY FUN @aaronfriedman
  • 50. A FEW YOU CAN USE TO HELP WITH @aaronfriedman
  • 51. BRAINSTORM GENERATOR A great place to spark ideas: • Fill out the questionnaire • Click • Get a bajillion ideas • (some might be about poop, but they are related) http://www.contentideagenerator.com/ @aaronfriedman
  • 52. SEO GADGET CONTENT IDEA GENERATOR Create Content people are looking for with this ‘SEO Gadget Tool’ Sources are from all over the web! Spreadsheet http://bit.ly/1icXHVa @aaronfriedman
  • 53. Quora Scraper Answer Questions People Want Answered with this Quora Scraper. What conversations are happening around your: • product • service • industry http://bit.ly/1e4si09 Created by John Doherty http://www.johnfdoherty.com/tool-quora-rss-importer/ @aaronfriedman
  • 54. UBERSUGGEST: AUTO COMPLETE Use Search Engine Data Find out what queries show up in auto-complete. Get content ideas based on queries that Google recognizes as additional variations. @aaronfriedman “Don’t Hit Enter”
  • 55. USE SOCIAL DATA TO FIND TRENDING TOPICS Twitter, Facebook Google+… all amazing sources… I am going to let Merry talk more about that  @aaronfriedman
  • 56. TO SUM UP • Valuable Content is King • Share Content Users Want • And get your creative juices flowing @aaronfriedman
  • 57. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman